Rob Kemps Takes Over as the Face of Jumbo Supermarkets, Replacing Frank Lammers

Dutch supermarket chain Jumbo has announced a significant shift in its marketing strategy, unveiling actor and presenter Rob Kemps as the novel face of the brand. This change marks the finish of a thirteen-year partnership with Frank Lammers and his on-screen family, a move signaling a new phase for the retailer.

A New Tagline and Brand Identity

Jumbo is introducing a refreshed brand identity centered around the tagline “De JA van Jumbo” (“Jumbo’s YES”). This new slogan reflects the supermarket’s commitment to a positive and customer-focused approach, emphasizing warmth, boldness, and quality. CEO Jesper Højer stated the revamp aims to better communicate what Jumbo stands for to its customers (RetailDetail EU).

Rob Kemps: The New Brand Ambassador

Rob Kemps will portray “the happiest customer in the Netherlands” in upcoming commercials, bringing a positive and relatable energy to the brand. René Repko, Jumbo’s interim marketing director, highlighted that Kemps embodies the qualities Jumbo seeks to project: positivity, warmth, optimism, authenticity, and a genuine connection with the public (Omroep Brabant).

Farewell to Frank Lammers and Maike Meijer

The decision to move away from Frank Lammers, Maike Meijer, and the fictional family that has been central to Jumbo’s advertising for over a decade was described as a difficult one. Jumbo created a special “farewell commercial” featuring both Lammers and Kemps, which aired for four days beginning Tuesday (Omroep Brabant).

Further Changes at Jumbo

Alongside the new face of the brand, Jumbo is also implementing several other changes. The supermarket will introduce a new price label, “Goedkoopjes,” for hundreds of low-priced private-label products, and expand its product range to include more local products and innovations from its own fresh food kitchens. The retailer also plans to update its “7 Guarantees” later this year, focusing on enhanced customer service (RetailDetail EU). The first visible changes, including the Jumbo smile on trucks and store doors, are already in effect.